How To Record Podcast Ads

In the modern podcasting industry, there are numerous ways that creators can make money to keep them going and make the whole thing lucrative – one such method is paid advertising. 

This has become a commonplace part of podcasting, and viewers will undoubtedly have a few brands and products that come to mind when they think of their favorite podcasts. 

But how does this work, and what is the best way to record podcast ads?

How Do Podcast Ads Work? 

When a podcast achieves a specific level of popularity – as governed by their viewing figures – they might have the opportunity to make advertising deals with corporations and brands seeking to exploit those viewing figures to increase their own custom. 

It’s a win-win situation for both parties involved. Companies gain attention and potentially more customers, while the podcaster earns revenue from advertising, as well as any new business they attract.

How To Record Podcast Ads

When it comes to recording your own podcast ads, there are various things that are worth remembering. 

Podcast Ad Script

When you strike a deal with a company for promoting their products on your podcast, they usually provide you with a script that you need to read in each podcast episode.

For this, it’s usually a basic script that they can then personalize and make it sound less scripted to appeal to their target audience.

It’s believed that this approach is more likely to make podcast listeners want to purchase the product.

If their favorite celebrities or podcast host read ads and endorse them, chances are the podcast audience will want to give it a try too.

These scripts actually make it a lot easier to produce a pre recorded ad, as it takes away the responsibility of having to come up with something yourself, which in turn doesn’t interfere with the creation of the actual podcast episodes. 

ALSO SEE: How To Write Podcast Show Notes

Recording

Most podcasters record their ads separately from the main body of the podcast, usually as an afterthought, when they can then cut and disperse the ads through the podcast during the editing process. 

This is generally easier – at least from an editing and presenting standpoint – and means that the flow of conversation doesn’t have to be interrupted mid-flow to fulfill the requirements of the podcast sponsorship (also see, ‘How To Get Podcast Sponsorship‘). 

This also allows more freedom for the creator, as they do not have to worry about fitting in a pre roll ad or mid roll ads as they are doing the podcast – thus relieving some pressure, and allowing them to have the conversations they are having freely, and without time restrictions. 

Format

Much like a direct response ad, the format of these ads tends to be straight to camera, usually shared between the co hosts, who might choose to mix up the delivery in whatever way matches their format best. 

It is generally advised to stay on message with this process, ensuring that you read the company’s script, and ensure that the information that needs to be communicated is done so clearly and efficiently. 

If the paid ads become too muddied by jokes, banter, and digressions, then this might void the contractually agreed terms of the deal, leading to potential legal trouble – or at the very least the end of the deal between the two parties. 

Tone

Likewise, the tone for ad placements also needs to be respectful to the company and its products.

As the podcaster, you should not disrespect the product or the company, as this would be seen as a breach of contract – or potentially even libel, depending on the nature of what you say. 

Remember, you are working together to benefit everyone, so it is best to ensure you fulfill your commitments in an acceptable manner, to make sure the deal remains fruitful for both parties. 

The Benefits Of Podcast Ads

When it comes to benefits, there are numerous for both the creator, the company, and the consumers themselves. 

Financial Benefits

Firstly, depending on the nature of the deal that the podcaster accepts, they should get paid for every ad they read on a particular episode.

They should also get paid for every new customer that the company receives as a result of the ad. 

The company will also potentially get more customers for their services and products, increasing their revenue, while promoting their wares to a wider audience – something that is especially helpful for up-and-coming businesses. 

Free Content

For the viewers, this also means that they get free content without subscriptions, meaning that they can get the most from their favorite podcast without having to interact with paywalls and premium content. 

Fills Airtime

If you are struggling to fill airtime on your podcast, then ads also have the benefit of filling that time organically. 

Are There Any Downsides? 

Of course, there are also some downsides to paid advertising. 

Loss Of Control

Depending on the deal that was struck, it could feel like a loss of creative control, especially if the company tries to change the way the ads are delivered.

For many, this would go against the ethos of podcasting, and might well be a deal breaker. 

Boring For Viewers

Even when recorded separately, the ads are still a break in the conversation and might be perceived as boring for viewers and listeners.

Unfortunately, this is the price to pay for free content, and luckily for the viewers they still have the ability to skip ahead through ads if they become tiresome. 

Final Thoughts

And there we have it, everything you need to know about podcast advertising and the best way to record them when doing your own. 

Advertisements can be a great, lucrative way for podcasters to make money, and can be a linchpin when it comes to establishing longevity and an upward business trajectory. 

This is one reason why the podcasting industry has flourished in the way it has, as creatives can keep their content free for the fans, while making enough money to keep the lights on in the process.